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Effective Personal Selling Requires

Managerial Skills

Date – 22/08/09
Submitted by
Neha Rai FT-2K8-32
Neha Shrivastava FT-2K8-33
Tanuja Kemkar FT-2K8-54
Tosh Keshri FT-2K8-55
Index

 Meaning Of Personal Selling


 Evolution
 Importance
 Elements
 Classification
 Process
 Forms
 Managerial Skills Required
 Contributions
 Bibliography
What is Personal Selling?

 Presentation of goods and services before the


potential customers and persuading them to
buy the products or services.
 Interpersonal influence process involving a
seller’s promotional presentation conducted on
a person-to-person basis with the buyer.
Evolution Of Personal Selling
Peddlers selling door Selling function
to door . . . served became more
as intermediaries structured

1800s 1900s 2000s


Industrial Post-Industrial War and Modern
Revolution Revolution Depression Era

Business organizations Selling function


employed salespeople became more
professional

As we begin the 21st century, selling continues to develop,


becoming more professional and more relational
Importance of Personal Selling

 From seller’s point of view


1. creates demand for products both new as well as
existing ones.
2. creates new customers and, thus helps in expanding
the market for the product.
3. leads to product improvement. While selling
personally the seller gets acquainted with the choice
and demands of customers and makes suggestions
accordingly to the manufacturer.
 From customer’s point of view
1. provides an opportunity to know about new products
2. informs and educates the consumers about new
products.
Essential Elements of Personal
Selling
 Face-to-Face interaction
 Persuasion
 Flexibility
 Promotion of sales
 Supply of Information
 Mutual Benefit
Classification of
Personal Selling Approaches
 Stimulus Response Selling
 Mental States Selling
(AIDA Approach)
 Need Satisfaction Selling
 Problem Solving Selling
 Consultative selling
 Relationship Selling
Stimulus Response Selling
 Also called as Canned Approach, a
memorized sales presentation, or a
prepared sales presentation. Assumes that
if a sales person makes the right stimuli he
can get a favorable response from the
prospect.
 This method is used by Telemarketing
people , door-to-door salespersons and for
training new sales people.
Stimulus Response
Selling

Continue
Salesperson Buyer
Process until
Provides Responses
Purchase
Stimuli Sought
Decision
Mental States Selling
(AIDA Approach)

Attention Interest Desire Action

Advantage – the salesperson has to plan the sales presentation and


understand the customers mental stages
Disadvantage – the customer’s needs are not understood so the method
is less effective.
Need Satisfaction Selling

Uncover and Present Continue


confirm offerings to selling until
Buyer needs satisfy buyer purchase
needs decision

Advantage:- The salesperson describes how the feature can help or give
advantage to the prospect.
Problem Solving Selling

Continue
Generate Evaluate Selling
Define
Alternative Alternative until
Problem
Solutions Solutions Purchase
Decision
Consultative Selling
Business Consultant

The process of helping


customers reach their
strategic goals by using Strategic Orchestrater
the products, service,
and expertise of the
selling organization.
Long-term Ally
Relationship Selling
 Building and creating customer
loyalty
 Also Known as Transaction Oriented
Selling
Process Of Personal Selling
Prospecting & Qualifying

Pre Approach

Approach

Presenting & Demonstrations

Overcoming Objections

Closing

Follow Up
Prospecting & Qualifying

 Hot Prospects
 Warm Prospects
 Cool Prospects
Preapproach

 Information Gathering
 Planning the Sales Call
Approach
Meet the buyer for the first time
 Appearance

 Attitude

 Opening Line
Presentation & Demonstration

 Use latest technology


 Modify Presentation
 Don’t Overload
 Prospect’s Language
Overcoming Objections

 Psychological Objections
 Logical Objections
Closing the Sale

Buying Signals
 Examines the product

 Ask another person’s opinion

 Ask question about the product

 Prospect becomes friendly


Follow Up

 Check customer order


 Visit at the time of delivery
Forms of Personal Selling
 Delivery Sales Person
 Order Taker
 Missionary Selling/Sales Support People
 Technical Sales Support/Sales Engineer
 Demand Creator/Order Getter
 Solution Vendor
Skills Required For Effective
Personal Selling
 Physical Quality
 Mental Quality
 Integrity of character
 Knowledge of the product and the
company
 Good behavior
 Ability to persuade
Contributions of Personal Selling:
Salespeople and Society

 Salespeople help stimulate the


economy

 Salespeople help with the diffusion of


innovation
Contributions of Personal Selling:
Salespeople and the Employing
Firm

 Salespeople generate revenue


 Salespeople provide market
research and customer feedback
 Salespeople become future leaders
in the organization
Contributions of Personal Selling:
Salespeople and the Customer

 Salespeople provide solutions to problems


 Salespeople provide expertise and serve as
information resources
 Salespeople serve as advocates for the
customer when dealing with the selling
organization
Bibliography:
 Books: 1) Sales and distribution management
By : Krishna Havaldar
Vasant Cavale
2) Sales Management
By : Jogran
 Reference Sites:
www.knowthis.com
Thank You

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